The world’s biggest golf tour has chosen AIM-listed Brave Bison Group PLC (LON:BBSN) to help enhance its presence on YouTube, prompting a sharp rise in the digital media and social video broadcaster's share price.
Brave Bison’s “international reach and experience” outside the US played an important role in the PGA Tour’s decision, the company said.
Today’s deal follows on from a similar strategic partnership it entered into with oil giant Royal Dutch Shell PLC (LON:RDSB) at the beginning of the month.
In both cases, the PGA Tour and Shell are using Brave Bison’s experience in the world of social media to help maximise engagement on the popular video sharing platform.
CLICK HERE to sign up to the Proactive daily newsletter
More specifically with the latest tie-up, the company will help manage the PGA Tour’s various YouTube channels and assist in developing an original content strategy.
The end goal is to help the Tour – home to the likes of Dustin Johnson, Rickie Fowler and Phil Mickelson – attract and engage with younger audiences by creating content not traditionally associated with the world of golf.
Brave Bison said its Slash Football multi-platform network would serve as the inspiration for future content creation, which will aim to be fast-paced and compelling.
“This is a great time to be involved in golf,” said Brave Bison’s director of enterprise partnerships Jamie Searle.
“Last year saw its return to the Olympics and with six of the world's top ten golfers under 30, it's the perfect moment to be engaging with a younger audience. We are very excited to be working with the PGA TOUR on redefining golf entertainment.”
Shares gained 9%, or 0.1p, to trade at 1.2p come Monday afternoon.
--Updates for share price--